What is fusion?

Colin McDonald

In this chapter of the ‘Best Practice’ series, Colin McDonald looks at data fusion – the combining of data from two different surveys or databases so that they can be analysed as if they came from one.

What Is Fusion?

Colin McDonald

Data fusion attempts to combine data from two different surveys or databases so that they can be analysed as if they came from one single sample. It is an alternative to single-source (where the data really do come from the same sample), and becomes attractive when the variables required exceed the capacity of any one survey or database to deliver.

 

The initial impetus for it came from media planners, who wanted to be able to select media in terms of the products their readers were using. Single-source ...

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